Are you using a multiplatform strategy?

It goes without saying that brands are always keen to boost awareness and appeal to as many people as possible.

Engaging with potential customers through marketing is one way of grabbing their attention, with the hope being that they will remember the interaction when they are looking to make a purchase or use a service at a later date.

But how can companies get the most impact from their branding activities? Research by the Association of Online Publishers (AOP), in conjunction with PHD, Manning Gottlieb OMD and Celtra, has highlighted the importance of a multiplatform strategy.

The value of multiplatform
The study shows that two-device exposure brings a 60 per cent uplift in ad awareness when compared to single-device exposure. Brand consideration also increases from six per cent to 30 per cent, while recommendations jump from zero per cent to 15 per cent.

These statistics underline just how important it is for brands to harness the power of mobile - campaigns that fail to work on a range of viewing devices are not going to have the same reach as people increasingly use their mobiles to carry out web searches.

"It has become increasingly important for us to understand not only behaviour on devices in isolation, but the interplay between mobile, tablet and desktop, and how this influences user response," stated Rachel Robinson, head of mobile at PHD.

Boosting trust
The study also found that premium content sites deliver twice the levels of trust as non-premium sites and Tim Cain, managing director at AOP, believes "trust is at the heart of driving advertising effectiveness with consumers".

In other words, brands should be tailoring their campaigns based on whichever device the consumer is using, as it stands to reason this is the best way to establish and develop a relationship.

The performance of multiple-device exposure and mobile in general points to its growing significance. Research earlier this year from Marin Software showed that mobile had overtaken desktop in terms of the number of clicks by consumers.

"Mobile should always be included in brand campaigns where possible," said Lolly Mason, head of publisher development at Celtra.

Mobile marketing advice
So bearing in mind the increasing relevance of mobile, how can brands succeed when using this platform?
- Include a clear call to action - Consumers need to know where they should go or what they should do next.
- Connect with customers - Let mobile customers know about important information first to gain their trust.
- Redesign your mobile website - Do not be afraid to try something a little different to create a truly striking mobile site, but remember to make navigation easy.
- Compatibility - Brands need to make sure their marketing is compatible with all mobile devices.
- Develop mobile-ready goals - Brands should look at how their business goals can be tied in with their mobile campaigns so that it becomes a meaningful part of the overall strategy.
- Constantly evaluate - Tests should be carried out at regular intervals to make sure the content, design and functionality are suitable for mobile devices.